Packaged Food

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Spreads in Slovenia

Jan 2015|Pages: 48

Price: US$990

About this Report

Executive Summary

TRENDS

Spreads in Slovenia are far less visible in terms of innovation and marketing support than most other packaged food categories. Innovation is mainly limited to jams and preserves with introductions of new tastes, natural ingredients with fewer preservatives and organically produced items, as well as honey which sees here and there some entries of smaller, private domestic producers.

COMPETITIVE LANDSCAPE

There are plenty of spreads manufacturers present in Slovenia; however, the leading position is taken by the private label of the biggest domestic retailer, Mercator. The company recorded a further increase in its value share of spreads and ended 2014 with 10%. Runner-up in 2014 and the leading branded manufacturer in Slovenia was well-known Podravka doo with its popular chocolate spreads. The company held a 9% value share of spreads in 2014, three percentage points higher than Petlja doo in fourth place, a company which is present with well-known jams and preserves brand, Uwe. Ferrero SpA, with its internationally known Nutella brand, stood in fifth spot in 2014 with a 5% value share of spreads.

PROSPECTS

Spreads in Slovenia are expected to follow a health and wellness trend and develop more in the direction of healthier products, with higher fruit content, less sugar, biologically produced and natural ingredients with fewer preservatives and artificial colourants. However, development of the premium segment will be limited due to the many price-sensitive consumers in Slovenia. There are still some categories of spreads which are underdeveloped in Slovenia and represent an opportunity for manufacturers to address with new launches and marketing activities. As targeting particular consumer needs and consumer segmentation is becoming more important, offerings are also expected to increase in niche categories, such as gluten-free, lactose-free or diabetic/sugar-free spreads products.